Bread thodi bana rahe ho: Kusha Kapila blasts bulk AI content and fake creator hacks

New Delhi: Content creator and actor Kusha Kapila has aimed at the growing use of generative AI in the creator economy, warning that tools that copy a creator’s writing style and churn out “AI versions” of them risk killing originality and reducing content to factory output.

In a post shared on social media, Kusha said she has been seeing videos that teach people how to use AI to clone their voice and style, auto-write scripts and even auto-upload content.

According to her, these tools can now take an old script, learn from it and then generate new “Kusha-style” content that can be narrated and pushed to platforms with a simple prompt. The problem, she argued, is not the tech itself, but the mindset it is encouraging.

She wrote that it was “fun for like two minutes” to use chatbots to plan trips or throw up show ideas, but insisted this is not how creators should be building careers. 

“Actually, thodi na AI se ideas lengey. Yaar, please don't kill original thought. Don't hack content,” she said, adding that no AI model has “your lived experiences or your traumas or your resilience.”

Kapila’s central argument is that in a feed flooded with AI-assisted posts, the only content that will truly stand out is original storytelling rooted in real life. Treating content like a commodity, she cautioned, is a dangerous trap.

“Can't treat content like some bulk ka kaam. Bread thodi bana rahe hain… Art mar jayegi aise. Bacha lo bhai,” she wrote, urging creators to treat ChatGPT as a sidekick, not the main act.

Her comments land at a moment when the creator ecosystem is visibly split on AI. On one side are tools that promise faster scripting, editing, thumbnails and even fully AI-generated faceless channels. On the other are creators and writers who worry that over-reliance on AI will flatten voices and encourage generic, “hacked” formats that all look and sound the same.

Kusha also pointed to more serious concerns around emotional over-reliance on chatbots, sharing an excerpt from reporting on ChatGPT-related mental health cases and lawsuits in the US.

A New York Times investigation into the death of 16-year-old Adam Raine, followed by the wrongful-death suit Raine v. OpenAI, has already put a spotlight on how vulnerable users can develop unhealthy emotional dependence on AI companions.

Subsequent coverage has cited nearly 50 cases of people experiencing severe mental health crises during long conversations with ChatGPT, with multiple hospitalisations and several deaths now at the centre of legal actions against OpenAI in US courts.

For Kapila, this is further proof that AI cannot be treated as a neutral black box or as a replacement for human connection and thought. Her takeaway for the creator community is straightforward: use AI for support tasks, but keep the core of the work human.

Her post will likely resonate strongly in the influencer and branded content space, where pressure to scale quickly, post frequently and “hack growth” is intense.

Many agencies and marketers have already begun experimenting with AI-written scripts, AI-generated faces and automated voiceovers to cut costs and increase output.

Kapila’s intervention reframes that discussion from a creator’s point of view. In her view, the long-term moat for any individual creator is not speed, but a voice that cannot be copy-pasted by a model. As she put it, in a pool of AI-generated content, it is the “original storytelling” that will stand out.